Social Media Campaign for Inhala Youth Services to Counter School Bullying

The report discusses the effectiveness of the social media campaign initiated by Inhala Youth Services in countering school bullying. It includes the internal and external factors, objectives, target goals, guiding theory, positioning, marketing mix strategies, evaluation plan, and budget.

Running head: SOCIAL MEDIA CAMPAIGN
Social media campaign
Name of the student
Name of the university
Author note

1SOCIAL MEDIA CAMPAIGN
Executive summary
The aim of this report is to discuss about the effectiveness of the social media campaign initiated
by Inhala Youth Services in countering with the school bullying. In this report, the internal and
external factors to be faced by them are being discussed and concluded that there are number of
challenges to be faced by them in initiating the social media campaign. The latter half of the
report defines the different objectives as well as the target goals of the Inala Youth Service which
is then followed by the Positioning theory of the firm. The Guiding theory behind the
formulation of the strategies has been stated followed by the Marketing Mix. An evaluation plan
of 12 months along with the budget has also been prepared.

2SOCIAL MEDIA CAMPAIGN
Table of Contents
Introduction......................................................................................................................................4
Identification of the past campaigns................................................................................................5
Situation analysis.............................................................................................................................6
Macro environmental analysis.....................................................................................................6
Micro environmental analysis......................................................................................................8
Target market segmentation............................................................................................................8
Target market profiling..............................................................................................................10
Determination of the selected target market..............................................................................10
Objectives and the Target Goals....................................................................................................11
Guiding Theory..............................................................................................................................12
Positioning.....................................................................................................................................12
Marketing mix strategies...............................................................................................................12
Product/ Service.........................................................................................................................13
Price...........................................................................................................................................13
Promotion..................................................................................................................................14
Place...........................................................................................................................................14
Evaluation Plan..............................................................................................................................15
Budget............................................................................................................................................18
Conclusion.....................................................................................................................................19

3SOCIAL MEDIA CAMPAIGN
Reference.......................................................................................................................................21

4SOCIAL MEDIA CAMPAIGN
Introduction
In the current time, there are number of social issues relevant with some of them being
much more serious and having long term implications. It is also creating the need for a few
initiatives to counter these social issues and overcome them. One of these social organizations in
Australia is Inhala Youth Service. They are operating in Australia from the last 30 years and they
are known for their extensive social services. It is also being identified that they work mainly for
the disadvantaged youth irrespective of their social and cultural backgrounds (Poon-McBrayer &
Wong, 2013). The mission statement of Inhala Youth Service states about their focus on
empowering the youths in order to creates newer opportunities for them. On the other hand, their
vision statement talked about their intention of being the main catalyst in changing the life of the
vulnerable youth (Iys.org.au, 2018). Currently, they are working mainly on the basis of donations
from the business houses and volunteering services. Thus, permanent employees are few and
majority of the jobs are being done through volunteering services. In addition, it should also be
noted that Inhala Youth Service is having their presence in only in the Australian region and thus
their effectiveness may be limited within the national boundary.
In the recent time, one of the major social issues is the bullying problem in the schools of
Australia. According to the report, there are number of instances reported regarding bullying in
schools and it is causing mental pressure on the victims. There is an urgent need for initiating
strict actions against the perpetrators and enhancing the awareness among the majority
population (Maccio & Ferguson, 2016). It is proposed that social media will be the most ideal
medium for making the students aware regarding bullying due to the fact that social media is
having higher level of penetration among the younger generation.

5SOCIAL MEDIA CAMPAIGN
This report will state a 12 month social media marketing plan in order to implement the
proposed strategy in place. In doing so, this report will consider the micro and macro factors
along with identification of target market. Positioning and marketing mix strategies will also be
discussed and its related budget.
Identification of the past campaigns
Year/Country Outline of campaign Outcomes
United States Stop Bullying is initiated to cover the
larger section of society by making
them aware. October month is
recognized as national bullying
prevention month. Number of
activities is initiated in this month
(StopBullying.gov, 2018).
More people are the now
aware in the United States and
they are also having the
understanding about the laws
regarding school bullying.
United States (2012) The bully Project is initiated after the
movie of same name. This was
promoted as a social movement and
influenced a larger section of the
American society
(thebullyproject.com, 2018).
American society got highly
influenced by the movement
and school bullying became a
mainstream subject, which
was not given any importance
before.

6SOCIAL MEDIA CAMPAIGN
Situation analysis
Macro environmental analysis
Dimensions Issues Implications
Political factors  Different regulations for the Inhala
community will pose challenge in
aligning with the universal
approach (Barker et al., 2015).
 Possibility of competing against the
government funded services. Thus
probability of attracting lawsuits is
more.
 Potentiality of attracting lawsuits
from other youth based movements
due to concentrating particularly on
Inhala community (Wells et al.,
2013).
 Concentrating only on Inhala
community will reduce the area
of the social marketing and
acceptance will also be less.
 Competing against the
government sponsored schemes
will reduce their assistances.
Economic
factors
 Inhala Youth Service is having the
donations as their major revenue
stream (McGorry, Bates &
Birchwood, 2013).
 Government assistance will be less
as it will be treated as competing
force.
 Thus, the trend and situation of
the donors will determine the
fund management for this social
media plan.
 Funding from the government
will be less for Inhala Youth

7SOCIAL MEDIA CAMPAIGN
 Economic recession in next 12
months will reduce the rate of
donations.
Service.
 Social media plan will have the
risk of getting diluted in middle.
Social factors  Major support will come only from
the Inhala society.
 Acceptances level of the school is
important due to the reason that
these schools are already involved
in number of schemes (Stewart et
al, 2014).
 More attachment among the
different cultural groups in
Australia.
 Public and community support
will be less for Inhala Youth
Service in this case.
 Non-acceptances among the
schools will dissolve the
objective of this plan.
 The more will be the attachment
among the cultural groups, the
less will be the requirement for
separate planning for Inhala
community.
Technological
factors
 More social media platforms are
available in the market. It is
important to select the right
medium according to the situation
and objective.
 Not everyone is having their
presence in all the social media
platforms.
 Added cost will be incurred in
involving different social media
platforms for the marketing
plan.
 It will be difficult for Inhala
Youth Service to target the
entire Inhala community by
means of involving a particular
social media platform.

8SOCIAL MEDIA CAMPAIGN
Micro environmental analysis
Strengths
 Inhala Youth Service is having
favorable brand image in Australia.
This will help them to push their social
marketing plan (Lee & Berrick, 2014).
 Public impression is traditionally
positive towards the social movement.
Weaknesses
 Less probability of getting government
assistance in this plan.
 More dependability on the external
donations and thus external influence in
the social media plan is more.
Opportunities
 Acceptability of school children due to
the presence of social media.
 Use of social media will help to cover
the larger section effectively.
Threats
 Sudden reduction in popularity of a
particular social media platform. This
will affect the entire social media plan.
 Non-acceptance of the plan by the
target audiences (Williams & Glisson,
2013).
Target market segmentation
Segmentation base Segment 1 Segment 2 Segment 3
Geographic  Students from the
locations with
having majority of
 Students from
other locations
with having
 Students from
other locations
without having

9SOCIAL MEDIA CAMPAIGN
the members from
Inhala community.
minority
population of the
Inhala community.
members from
Inhala community.
Demographic  Age group below
8 will be targeted
to aware them
from the initial
stage. They will
grow accordingly.
 Age group
between 9 and 18.
This teenage
group will be
targeted as
maximum
bullying stances
emerge from this
age group.
 Age group above
18 will also be
targeted to aware
them. This will
enable them to
transfer the
awareness to their
juniors.
Psychographic  Students from the
upper section of
the society will be
targeted to make
them aware about
the ill impacts of
bullying.
 Students from
backward section
will be targeted to
make them aware
about the
implications of
bullying.
 Students with
having
conservative
attitude will be
targeted due to the
fact that
probability of
emergence of
bullying is more
from this age
group.

10SOCIAL MEDIA CAMPAIGN
Target market profiling
From the above segmentation variables, students from the regions with having minority
Inhala community members will be targeted. This is due to the reason that objective of the social
media plan of Inhala Youth Service will be to connect with the members of Inhala community
(Bond & Brady, 2013). Thus, the target section should have some presence of Inhala members to
find the required level of acceptances. On the other hand, regions with maximum members of
Inhala community are not selected due to the reason of less diverse members.
Determination of the selected target market
Dimensions
Barriers  One of the major barriers will be covering students from different social
levels.
 Funding will be an issue due to less availability of external donations.
Benefits  This target segment will be having communities from different
backgrounds.
 Having minority members of Inhala community will provide more
potential areas of emergence of bullying.
 More regions to be targeted with Inhala community as minority.
Motivators  Minority members of Inhala community will be motivated to get to know
about the regulations against bullying.
 Other majority communities will be able to have the idea about the
implications of bullying in schools.

11SOCIAL MEDIA CAMPAIGN
Competition  Competition from the government sponsored schemes will pose challenge
in attracting majority of the society.
 Competition from other community based schemes will also take a toll in
the market coverage of Inhala Youth Service.
Objectives and the Target Goals
The objectives and Target Goals of the initiative and the social media marketing plan can
be given as follows:
 To create awareness amongst at least 25% of the different high school students in Inala-
Richlands SA2 thereby encouraging them to adopt the bullying program. It has been
witnessed that there exists a lack of awareness among the members of the school and
hence, for this reason, the awareness is required to be spread.
 Fostering the knowledge amongst the other 80% who are already aware of the program to
re-instill that which behavior types classify as bullying and which do not. It is crucial
that the members who are already aware of their program are reminded about it.
 The aim is that around 50% of the students will be aware of the negative aspects
associated with bullying by the end of next year. This will ensure a decrease in the
bullying activities.
 To reduce the bullying rates in Inala around 30% based on the individual data as
maintained by the school by the end of next year. This target shall be further revised in
the next year.
Guiding Theory

12SOCIAL MEDIA CAMPAIGN
The guiding theory which has been used in the form of an understanding base which
assists in formulation of the strategy of the Inala Youth Association is the Reasoned Action
Theory. The given theory states that analysis of the pre-existing attitudes is crucial in the
decision making procedure (Solomon et al., 2014). The consumer behavior acts as an intention
and hence, the consumers act on the basis of their best interests. For this reason the IYA has
formulated plans based on this theory of consumer behavior.
Positioning
The youth service association wants to position itself as the ultimate organization which
is catering to the needs of the different schools and helping them to control the bullying which
exists at large. In addition to this, the program also aims to ensure that the overall social as well
as mental health of the students improves considerably (Bresler & Lubbe, 2014).
The positioning statement is as follows:
The Inala Youth Service aims to ensure that the bullying and violence in the various
communities are reduced considerably and that the society lives in comfort and harmony.
Marketing mix strategies
The marketing mix strategy can be rightfully described as the strategy which can thereby
be adopted to ensure that the Inala Youth Service association is able to present its overall
services in a better manner. The Marketing mix comprises of the 4Ps of marketing like the
Product, Place, Price and Promotion.
Product/ Service

13SOCIAL MEDIA CAMPAIGN
The product or the service can be rightfully described as the offerings which is made by
the company and forms the basis of their selling procedure. The product strategy is the strategy
which appeals to the audience. In the case of the Inala Youth Service, the main offering is a
service which will provide the different users of the service with intervention programs which
will then assist them to ensure that the bullying rates at the different organizations tend to
decrease considerably and that the school scenario improves considerably (Marshall, 2014). In
the given process, the Youth Service will be visiting the different high schools and conduct the
related services which will ensure successful implementation and decrease in the level of
bullying which takes place in the organization.
Price
The service which will be present in the form of different initiatives as well other related
programs which will be provided in a free of cost manner which will then ensure that the
maximum number of schools take up the given initiative and that a large number of schools can
reflect upon the positive results and ensure long term success.
Moreover, although the services which will be provided to the different high schools will
be free of cost and thereby be presented as a social service which is undertaken by the
organization at large, the service aims to adapt a Cost plus Pricing strategy. A cost plus pricing
strategy can be described as a pricing strategy which tends to just calculate the different costs
and then add a markup with respect to it in order to ensure that the firm is able to easily cover its
costs at large.
Promotion

14SOCIAL MEDIA CAMPAIGN
The promotion tends to form an essential part of the marketing mix program and any firm
which aims to attain a successful brand positioning needs to promote the products considerably.
Hence, with respect to this, the Inala Youth Service would be required to adopt a considerable
promotion strategy which will then go a long way in ensuring successful operations. It is
recommended that the Inala Youth Service, tends to make use of the social media networking
site as a medium in order to promote its products. In the 21stcentury, almost all the schools have
adapted to technology whereby their presence on social media has become very frequent. Hence,
with respect to this using the social media mediums will go a long way in assisting the company
to find success. Another crucial stakeholder group which can be contacted for the promotion are
the groups of the different parents which will assist in ensuring long term success (Chernev,
2018).
Place
The Place aspect of the marketing mix can be considered as the distribution strategy
which needs to be adopted by the firm at large. In order to ensure the overall success of the
Youth Service it is important to ensure a good place strategy. The Inala Youth Service will be
running the particular service and will be successfully administered on site and at the different
schools. Moreover, certain programs will also be held at the Youth Outreach center which will
be present at their main site.
The chosen place strategy will be largely successful in ensuring long term success as
when the bullying program will be held in the different schools, the students will learn and be
aware of the fact that they need to keep a check on their activities at large (Sargeant

15SOCIAL MEDIA CAMPAIGN
&Macquillin, 2016). Moreover, those schools which are not interested can hold the program at
the convenience of their centers and ensure success.
Evaluation Plan
Inputs Outputs Outcomes Impact
What is
invested
What is done Short-term
results
Medium term
results
Ultimate
impact
Resources
(The resources
like
conveyance,
office, papers
and other
things will be
needed to take
in the
initiative.)
Human
resources( Th
e individuals
who will be
providing the
training as
well as those
Education and
training: The
education and
training will be
provided to the
different students.
They will be made
to understand the
harms of bullying
and the reason,
bullying must be
avoided.
Policy: The
different policies
which will be
formed at large in
Number of
students
attending at the
center are 15
every month.
This result will
help in
understanding
that the
movement has
started.
Minimum 10
schools enroll
for the
program which
will be
Increased
awareness with
respect to
bullying.
Moreover, this
will assist in
ensuring long
term success.
Parental
knowledge,
skills as well as
capabilities
improve which
can reduce to a
decrease in
bullying.
To create
awareness
amongst at
least 25% of
the different
high school
students in
Inala-
Richlands
SA2 thereby
encouraging
them to
adopt the
bullying
program.
This shall
ensure the

16SOCIAL MEDIA CAMPAIGN
individuals
who will assist
the operations)
Money( The
investment
being made of
$2500)
Equipment( T
he teaching
equipment’s
and the
materials
which are
required to be
prepared)
Marketing
(The
marketing
resources
Used at large
like
consultancies
and materials).
order to ensure
that the school is
able to keep a
check on bullying.
Environmental
(Establishing a
volunteering
program and
overall awareness
among the
individuals)
considered to
be a good start.
Number of
parents
attending the
program is 15
every month
which shall
ensure a
healthy
environment at
home.
Parental support
increases
towards the
students which
is good for their
wellbeing.
overall
welfare of
the society
at large.
Fostering
the
knowledge
amongst the
other 80%
who are
already
aware of the
program to
re-instill that
which
behaviour
types
classify as
bullying and
which do
not so as to
insure they
do not
repeat the
same.
The aim is

17SOCIAL MEDIA CAMPAIGN
Time
(The time
being invested
in the
particular task
which is
around 6
months)
Space
To run the
program in the
office and in
the schools.
that around
50% of the
students will
be aware of
the negative
aspects
associated
with
bullying by
the end of
next year.
This shall
improve the
overall
statistics.
To reduce
the bullying
rates in Inala
around 30%
based on the
individual
data as
maintained
by the
school by
the end of

18SOCIAL MEDIA CAMPAIGN
next year so
that the
future of the
children can
be
improved.
Budget
Product Development Expenses
Item Notes Cost
Designing expenses In house sourced (10 hours) $500
Presentation expenses $200
Subtotal $700
Promotional Campaign Expenses
Item Notes Cost
Site expenses Initial print run = 500 $300

19SOCIAL MEDIA CAMPAIGN
Print media and other
maintenance
$200
Subtotal $500
Operational expenses
Item Notes Cost
Conveyance For the schools $500
Human resource and resources For the employees $700
Subtotal $1200
Plus 10% for additional costs $100
Total Estimated Expenses $2500
Conclusion
This report concludes that Inhala Youth Service is having number of opportunities as
well as threats to be faced in initiating the social media campaign against the school bullying. In
addition, this report also identified that lack of support from the government and more
dependency on the external funding will pose challenge in effective implementation of the
campaign. Target market of locations with having minority members from Inhala community is

20SOCIAL MEDIA CAMPAIGN
selected. This report concluded with a marketing mix strategy and a budget to be required in the
implementation of the marketing plan.

21SOCIAL MEDIA CAMPAIGN
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